Exclusive: Creating Pathways for Women in AI

Discussions around how AI is going to be used by companies, businesses, and in work are endless—but this technology is also changing the way consumers experience the world. AI has the power to reshape the way we interact with brands, offering personalized experiences and products that were once unimaginable. But to truly unlock its potential, we need to ensure that women are at the heart of creating the technology they will use.

Currently, women represent half of the global population but influence 70-80% of all consumer spending. In the United States, over half of consumers regularly use AI, yet only 22% of AI professionals are women, and their representation is even less for senior roles. This gap in talent is not just a matter of fairness; it’s a missed opportunity for innovation. AI systems are not neutral—they reflect the biases, perspectives, and values of their creators. When women are underrepresented in the creation of AI, the technology risks amplifying gender biases and excluding the diverse needs of female consumers who hold considerable purchasing power.

If we want to harness the full potential of AI, we need to foster the next generation of female tech leaders and create pathways for them to thrive in the industry.

by Alice Chang, CEO and Founder, Perfect Corp.

It’s impossible to name an industry or sector that hasn’t been transformed by AI. Today, the technology is being used in healthcare for disease diagnosis, finance for fraud detection, manufacturing for predictive maintenance, transportation for self-driving cars, and retail for, well, more than what most people might realize.

The retail industry—which contributed US$5.28 trillion to the U.S. economy in 2024—is using AI to fundamentally reshape the ways consumers shop and interact with brands and retailers. Whether through virtual fitting rooms, tailored product recommendations, or chatbots and virtual assistants, AI systems are creating personalised shopping experiences that touch nearly every step of the buyer’s journey.

To create effective AI systems, those developing them must understand the needs, preferences, and experiences of their primary consumer base. Within retail, that would be women, who represent half of the global population but influence a staggering 70-80% of global consumer spending—especially in areas like beauty, one of the fastest-growing industries in the world. Women are uniquely positioned to truly connect with these audiences and create AI systems that speak to their needs—so it is imperative that they are involved in developing technology that pushes the industry forward.

AI systems are not neutral. They are shaped by the biases, values, and perspectives of their creators. Unfortunately, women make up less than a third of AI professionals and only 18% of AI researchers globally—representing a significant loss of potential talent in one of the most crucial industries of our time. As AI becomes increasingly central to innovation and economic growth, we are essentially operating at partial capacity.

This technology can only reach its full potential if it is created by diverse groups that understand and represent the varied needs of the global consumer base. To unlock this, industry leaders must actively work to create pathways for more women to enter and thrive within the AI space, which will inevitably lead to the betterment of industries across the board.

Educate, Mentor, and Sponsor Women in STEM

Although more women are graduating and entering STEM jobs today than ever before, they make up just 28.2% of the STEM workforce. Of those working in STEM, they are typically concentrated at the entry-level and less likely to hold leadership positions.

A recent Women in AI report conducted by the AI Forward Alliance found that 600,000 U.S. high school girls must be actively engaged in evidence-based technology programmes every year to achieve 50-50 gender parity in the AI workforce by 2035. Simply offering STEM classes is not sufficient—educators must partner with institutions, non-profits, state, and local initiatives to fund and promote programmes that expose young girls to technology at an early age.

These initiatives should focus not only on technical skills but also on building confidence, demonstrating the real-world impact of AI, and embracing the interests of women pursuing AI careers within consumer-facing industries. Encouraging young women to explore AI projects in beauty, fashion, and wellness could lead to a pipeline of talent who are both skilled in AI and understand the social and cultural impact their work will have on women as consumers.

With software development jobs expected to grow at a rate of 17% from 2023 to 2033, we must streamline education and focus on practical skills that prepare women and girls for an AI-driven future.

Invest in Women-Led Startups and Initiatives

Investing in women-led startups is a strategic decision that can drive more creative, impactful, and inclusive innovation. After all, the success of many companies comes not just from technological breakthroughs, but from a deep understanding of consumer needs and behaviours—a perspective that women uniquely bring to the table.

In beauty and wellness, women-led startups are often better positioned to create AI-driven solutions that resonate with women’s lived experiences, from skincare diagnostics to cosmetic procedure simulations and hair-type analyses. Investing in these companies drives more thoughtful, consumer-centred technology in industries where women are the primary decision-makers and consumers.

Yet, women-led startups, especially in the tech space, continue to face significant funding gaps. In 2023, female-only founded startups received less than three per cent of venture capital funding compared to their male counterparts. This disparity is a missed opportunity. When women are given the resources, mentorship, and funding they need, they deliver innovation and inspire entire ecosystems of future female leaders in tech.

What is more, startups led by women are more likely to focus on creating inclusive products and services, which in turn leads to solutions that resonate with a wider audience. Supporting female entrepreneurs empowers industries to evolve in ways that reflect the diverse world we live in.

Lead by Example

In 2022, the global hiring rate for women in leadership roles topped 38%—and it has fallen each year since, now down to 36%. Not only that, but female representation at the leadership level has risen by less than one per cent in six years. It is a slow but steady downward trend that should set off alarm bells across sectors.

Many business leaders recognise the value of having women in AI leadership positions, but they fail to give women these opportunities. 73% of business leaders believe having more women in leadership roles is important for mitigating gender bias in AI, but only 33% currently have a woman in charge of decision-making for AI strategy.

Women leadership within AI companies that focus on consumer-facing industries has the potential to transform how AI systems cater to women. As a woman leader in AI, I have witnessed firsthand the profound impact of developing AI systems that truly address consumer pain points. Throughout my career in tech, I have faced challenges that many women in this field can relate to, but those experiences have only deepened my passion for fostering the next generation of women leaders in AI and technology. Women bring a unique and invaluable perspective to innovation—whether designing AI-driven virtual makeup applications or personal shopping assistants, our lived experiences shape technology in ways that better serve diverse consumer needs. It is dear to my heart to support and empower women in tech, helping them achieve their own vision and drive meaningful change in the industry.

When women see other women in senior executive positions leading the way in AI development, they are more likely to believe that these opportunities are attainable for themselves. This diversity in leadership sets a powerful precedent and sends a message that women’s voices are not only welcomed but needed in the conversation about the future of AI. We cannot look to a future transformed by AI without addressing the inequity that is still holding women back.